Tesco company analysis
Assessment 1 (resubmission) Details 5.1 Task This task consists of two parts: an individual report and an individual PowerPoint presentation. Please read below for the requirements of each part. Part 1 Individual Report (20%) Assignment Description This assignment gives you hands-on experience using one of several marketing concepts and principles that are used in daily business operations. Tesco is one of the largest food retailers in the world, operating around 2,318 stores and employing over 326,000 people. As well as operating in the UK, it has stores in the rest of Europe and Asia. It also provides online services through its subsidiary, Tesco.com. The UK is the company’s largest market operating under four banners: Extra, Superstore, Metro and Express. Tesco sells approximately 40,000 food products in its superstores, as well as clothing and other non-food lines. The company’s own-label products are at three levels, value, normal and finest. Own brand accounts for approximately 50% of sales. As well as convenience produce, many stores have gas stations. The company has become one of Britain’s largest petrol independent retailers. Other retailing services offered in the UK include Tesco Personal Finance and Tesco.com. Tesco Personal Finance is a joint venture with the Royal Bank of Scotland. It has over 3.4 million customers, and provides various financial products and services Companies, like Tesco, that enjoy long-term success, are focused businesses. They have a core vision that remains constant while the business strategies and practices continuously adapt to a changing world. In an increasingly competitive global environment, without a clear vision a business will lack direction and may not survive. Tesco has a seven part business strategy to help it achieve its vision. A vision is an aspirational view of where the business wants to be. It provides a benchmark for what the business hopes to achieve. Tesco is a company built around customers and colleagues. Its vision guides the direction of the organisation and the strategic decisions it makes. Tesco’s vision is: ‘To be the most highly valued Assessment Brief: Marketing Principles and Practice 2016-17 Page 4 business by: the customers we serve, the communities in which we operate, our loyal and committed colleagues and of course, our shareholders.’ Whilst a vision is important, without values a business such as Tesco would struggle to remain competitive. Tesco’s values are: • No one tries harder for customers. • We treat everyone how we like to be treated. • We use our scale for good. Tesco’s values are vital to its success, as shown in the quote below from Group Chief Executive Officer (CEO) Philip Clarke: ‘The Tesco values are embedded in the way we do business at every level. Our values let our people know what kind of business they are working for and let our customers know what they can expect from us.’ Tesco is a community-focused global business. Corporate Social Responsibility (CSR) is at the heart of its operations. This commitment is referred to as ‘Tesco in Society’. In the competitive retailing world Tesco’s success relies on its values. They are not just a list of ‘good attitudes’ but the means to on- going success. Tesco’s approach to working with communities helps it stand out from its rivals. Its commitment to using its scale for good is demonstrated by Tesco’s ‘Three Big Ambitions’: • To create new opportunities for millions of young people around the world. • To improve health and through this help tackle the global obesity crisis. • To lead in reducing food waste globally. Think about one or more marketing concepts and principles that could apply to TESO PLC. Choose the most relevant marketing concepts and use it to help you make an informed decision. In no more than 1000 words explain the concepts you are investigating and apply them to your organisation. In the process, you should provide some details or background on the industry in which the organisation operates. The report will be 1000 words excluding the reference list and appendices (1.5 spaced, 12-point font, 2.5 cm margins on all sides). You may use up to five pages of additional appendices. Please organise your report as follows: 1. Introduction (introduce TESCO Plc, then state which marketing concepts you will apply) (2%) 2. Discussion and application of theory (12%) a. Explain the use of marketing concepts and key terminologies for TESCO b. Explain how consumers make their buying decisions under various conditions, both locally and internationally, as well as online versus offline (related to TESCO) 3. Conclusions and recommendations (2%) 4. Reference List (not included in the 1000 word count) (4%) 5. Up to five extra pages for appendices (only if needed and referred to in the text). Assessment Brief: Marketing Principles and Practice 2016-17 Page 5 Grading: This part of the assignment is worth 20% of the overall class grade. Part 2 Individual Presentation Submission (10 %) Assignment Description Create a PowerPoint Presentation to give an accurate summary of your induvial report. Below is what you must include in your slides. This assignment asks you to summarise your written report in PowerPoint presentation that: 1. Clearly conveys to the audience your research and how you apply marketing concepts to TESCO and presents consumers’ buying decisions under various conditions. 2. Persuades your audience about your ability to productively and successfully research these topics Presentations must be attached to the report and submit both work as a one document to Turnitin.
